3 Définir l optimisation de prix «( ) the Optimal Premium that should be charged to the policyholder in order to maximize the company s profits on a specific type of policy in order to meet all the contractual obligations of the company ( ).» ( Perla Rocio Calidonio Aguilar, Chunhui Xu, Modeling and Optimization of Life Insurance Policies, ) Plus généralement, l optimisation de prix est une stratégie de tarification qui maximise une fonction-cible comme la valeur long-terme du client, les profits, la croissance, etc. 3

6 Limitations (I): Entreprise mourante (I) «( ) rarely through the dramatic organic growth that once created their success.» Lars Kolind, THE SECOND CYCLE: Winning the War Against Bureaucracy, Chapter 1 The First Cycle: Why Success Breeds Failure, Wharton School Publishing; 1 edition (May ) «( ) the core business is milked to a degree that leaves too little for the ongoing renewal and regeneration of it.» (Opus Citate) «First generation management that had a passion for products and customers is substituted with a different type of manager ( ).» (Opus Citate) «( ) long-term sustained growth seldom comes from clever financial management.» (Opus Citate) 6

8 Limitations (II): La valeur de la croissance «On average, each additional percentage point of revenue growth generated an equivalent increase in the total shareholder return premium ( ).» ( Nick Palmer, et al., The top line is the bottom line in insurance, Bain & Co. Publishing, 2006, p.2 ) «What sets the top performers in the insurance industry apart is an ability to master two of today s thorniest growth challenges: High-performance insurers cultivate organic growth by identifying their most valuable customers and investing to increase sales to them; by recruiting new clients through referrals; and by raising retention rates. Insurers that rely on mergers and acquisitions to boost revenues make regular, modest-sized deals to add real value, and they integrate their new acquisitions quickly and seamlessly.» (Opus Citate) [mon emphase] «With the exception of the brief cyclical peaks when premiums spike, property and casualty insurers have little pricing power.» (Opus Citate) 8

10 Limitations (IV): Réglementation Tarification réglementée (modèle de tarification cost-plus): «It is fair, allowing a profit margin that can be justified by costs.» «Some executives think supernormal or windfall profits are immoral and unethical.» «It helps stave off government regulations and antitrust litigation.» «It puts a justified floor on our profits.» ( Baker, ibid., pp ) À l opposé de la segmentation de la demande: «( ) consumer surplus is, in effect, a free lunch, especially beneficial to the poor and lower-income members of society. Even though economists can justify the practice of price discrimination with social welfare empirical evidence, business still must take into account the perceptions of fairness in establishing its pricing policies.» ( Baker, ibid., p.278 ) 10

12 La valeur de l assurance pour le client Pourquoi la tarification est-elle prospective? Comprendre et accepter le prix Confidentialité des informations «Don t sell me insurance. Sell me peace of mind ( )» «(...) customers will exchange their hard-earned money for only two things: Good feelings Solutions to problems» ( de Michael LeBoeuf, How to Win Customers and Keep Them for Life: Revised and Updated for the Digital Age, Berkeley Books, 2000, pp ) «If you charge for the demonstrated outcome the customer achieves, then and only then are you in the transformation business» ( de B. Joseph II Pine, James H. Gilmore, The Experience Economy: Work Is Theatre and Every Business a Stage, Harvard Business School Press, 1999, p.194. ) «No two customers should be treated equally. Customers want to be treated individually, or better yet, specially.» ( de Baker, ibid., p.136. ) 12

14 Éléments de segmentation de la demande (II) «What matters is to maximize the customer's spending by ensuring his or her longevity (over a lifetime), depth (capturing a greater share of the customer's wallet), breadth (obtaining revenues from complimentary sources) and diversity (striving for new service in order to generate wealth for the customer).» «The Rockfeller Corporation studied why customers defect and found the following: (...) 68% The customer believes you do not care about him or her.» ( de Baker, ibid., pp , 255. [ mon emphase ] ) Price Sensitivity Demand Segmentation Categories: Value of Brand Low High High Price Buyers Value Buyers Low Convenience Relationship Buyers Buyers 14

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